Luxco - BourbonSphere

2 NEW RELEASES by Ezra Brooks: “99 Straight Rye” and “Bourbon Cream”

Lux Row Distillers (Bardstown, KY) announced two new variants in the Ezra Brooks brand family: Ezra Brooks 99 Straight Rye Whiskey and a newly reformulated Ezra Brooks Bourbon Cream. Both variants will reach retail shelves across the country in late May at a suggested retail price of $24.99 for Ezra Brooks Straight Rye Whiskey and […]

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Lux Row Distillers (Bardstown, KY) announced two new variants in the Ezra Brooks brand family: Ezra Brooks 99 Straight Rye Whiskey and a newly reformulated Ezra Brooks Bourbon Cream. Both variants will reach retail shelves across the country in late May at a suggested retail price of $24.99 for Ezra Brooks Straight Rye Whiskey and $21.99 for Ezra Brooks Bourbon Cream per 750 ml bottle.

Ezra Brooks 99 Straight Rye Whiskey has a 51% rye mash bill and is charcoal filtered for a smooth, mellow finish. Bottled at an elevated 99 proof, Ezra Brooks 99 Straight Rye Whiskey delivers tasting notes that include hints of chocolate, leather, vanilla and spicy grains, balanced by slightly sweet and oaky tones. It is offered in upscale packaging on par with its bourbon sibling (Ezra Brooks 99 Kentucky Straight Bourbon Whiskey), including a prominent “99” proof callout and Lux Row Distillers embossing on the bottle’s shoulder.

Ezra Brooks Bourbon Cream is still made using all-natural cream and Kentucky Straight Bourbon but is now bottled at 33 proof – one of the highest proof levels of any offering in the Bourbon Cream category. Brand provided, tasting notes include cinnamon, nutmeg and caramel with hints of vanilla and sweet pecan on the nose and buttery caramel, sweet toffee and a smooth, warm finish on the palate. Like its other elevated namesakes, Ezra Brooks Bourbon Cream now is offered in upscale packaging – in this case, with a prominent “33” callout and Lux Row Distillers embossing on the bottle’s shoulder.

“Based on the success of Ezra Brooks 99 Kentucky Straight Bourbon Whiskey, we have elevated the proof for both the Ezra Brooks Rye and Bourbon Cream variants,” said Eric Winter, brand manager for Ezra Brooks. “Ezra Brooks 99 Rye drinkers will find the same great rye-whiskey taste, but with enhanced flavor delivered by the higher proof. Similarly, our new Ezra Brooks Bourbon Cream delivers a bolder, richer expression of the bourbon-cream flavor our customers love.”

Lux Row parent company, Luxco, made major headlines recently with its $106M acquisition of Penelope Bourbon. Luxco merged with MGP in 2021 as it manages all in house brands for Lux Row and MGP (Ross & Squibb Distillery).

More on Luxco, please visit www.luxco.com

For the latest on the Bourbon Industry, please visit us at www.thebourbonreview.com

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REBEL WITH A CAUSE: ‘Rebel 100’ Straight Rye Whiskey Debuts at a Lovely Low Price

Lux Row Distillers (Bardstown, KY) recently announced the newest variant in the Rebel brand family: Rebel 100 Straight Rye Whiskey. Rebel 100 Rye is set to reach retail shelves across the country by late March at a suggested retail price of $19.99 per 750 ml bottle. This is joyous music to our ears – seeing […]

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Lux Row Distillers (Bardstown, KY) recently announced the newest variant in the Rebel brand family: Rebel 100 Straight Rye Whiskey.

Rebel 100 Rye is set to reach retail shelves across the country by late March at a suggested retail price of $19.99 per 750 ml bottle.

This is joyous music to our ears – seeing a rollout of a Straight Rye, at 100 proof…for a $20 spot. You know it’s aged at least 4 years. Absolutely love the proof at that price point. Eager to try this one to see if it’s a new “bargain darling” waiting for the backbar.

Per the brand, Rebel 100 Straight Rye Whiskey delivers smooth, spicy rye flavor via its 51% rye, 45% corn and 4% malt mash bill. Offered at 100 proof, Rebel 100 Rye features a spicy nose that opens into rich rye flavor balanced by hints of vanilla.

“Based on the continued success of both Rebel 100 Kentucky Straight Bourbon Whiskey, we’ve elevated the proof of its rye counterpart,” said Eric Winter, brand manager for Rebel. “Rebel 100 Rye drinkers still will enjoy the award-winning smooth, spicy rye flavor of Rebel Rye at a proof level that amplifies its taste profile and stands out even better in classic cocktails.”

Deep Rooted History – “Sacred Wheated Bourbon”

The brand goes back to the Stitzel-Weller Distillery in the 1930’s and is part of the sacred “Wheated Bourbon” collection including W.L. Weller, Old Fitzgerald, and Cabin Still. Julian “Pappy” Van Winkle I ring a bell? He co-founded the S-W Distillery which officially opened Derby Day, 1935. The brand would eventually be picked up by Luxco in the early 80’s, who at that time was a Non-Producing Distiller (NPD).

About Luxco

Founded in St. Louis in 1958 by the Lux Family, Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products. Merged with MGP Ingredients, Inc. in 2021 (Nasdaq: MGPI), Luxco operates as MGP’s Brands Division and manages all MGP/Luxco brands.

This extensive and award-winning spirits portfolio includes well-known brands from four distilleries: Bardstown, Kentucky-based Lux Row Distillers, home of Ezra Brooks, Rebel, Blood Oath, David Nicholson and Daviess County; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Kentucky Straight Bourbon Whiskey, Minor Case Straight Rye Whiskey and Bowling & Burch Gin; Jalisco, Mexico-based Destiladora González Lux, producer of 100% agave tequilas, El Mayor, Exotico and Dos Primos; and Ross & Squibb Distillery in Lawrenceburg, Indiana, where the George Remus Straight Bourbon Whiskey and Rossville Union Straight Rye Whiskey are produced.

The innovative and high-quality brand portfolio also includes Everclear Grain Alcohol, Pearl Vodka, Saint Brendan’s Irish Cream, The Quiet Man Irish Whiskey, Green Hat Gin and other well-recognized brands. For more information about the company and its brands, visit luxco.com.

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Luxco Introduces Alias Straight Rye Whiskey

Luxco (which operates as MGP’s Brands Division) has introduced a new brand and whiskey called Alias Straight Rye Whiskey. The whiskey is distilled at Luxco’s Ross & Squibb Distillery in Lawrenceburg, Indiana.Fletcher Buchman, VP of Marke…

Luxco (which operates as MGP's Brands Division) has introduced a new brand and whiskey called Alias Straight Rye Whiskey. The whiskey is distilled at Luxco's Ross & Squibb Distillery in Lawrenceburg, Indiana.

Fletcher Buchman, VP of Marketing at MGP Ingredients says:

The super- and ultra-premium spirits categories continue to grow, and within the whiskey category, rye continues to rise in popularity. Alias is perfectly positioned in this growing category, and it provides us an opportunity to showcase rye whiskey from our Ross & Squibb Distillery. We believe rye fans and lovers of all whiskey types alike will truly enjoy what Alias has to offer.

Alias Rye is bottled at 90 proof (45% alcohol). It's made with a mash bill that is 51% rye, 45% corn and 4% barley malt and offers the following tasting notes:

Nose: A balance of sweet fruit and rye spice complemented with slight hints of mint

Taste: Forward notes of caramel, vanilla and fruit

Finish: A bold rye spice finish

Additionally, to support the launch Luxco is conducting a write-in contest to win a six-day, travel-expenses-paid distiller course at Moonshine University. Consumers 21 and older can visit the Alias website (aliaswhiskey.com) and respond in 10 words or less to the contest question: "What does a scholarship to Moonshine University mean to you?" Contest entries will be accepted between May 2 and August 30, 2022.

My Take

I've never heard of Moonshine University and not sure if it's full accredited like Bovine University... however, it is low-hanging fruit to enter the contest. I love that it's 10 words.... OR LESS. Sadly, they wanted a bunch of personal information including phone number so I passed on entering.

In terms of the release, it's hard to say when the price isn't known and no age statement was provided. I reached out to Alias to see if it would be available in Ohio and they said only at Walmart (of all places!), which I'm not sure if that's correct since everything is allocated through the State. This product isn't showing up on the State allocation website yet, but Ohio is usually behind other states when it comes to new products being available.

It's always interesting when new brands come. Alias is being marketed as 'Forgotten Names, Unforgettable Flavors', which is a nod to "our country's early female distilling pioneers, many of whom used their initials to hide their gender in order to own and operate distilleries." What's interesting is they didn't include any of the names or initials of these women. Anyway, new brand... first product. I'll be keeping an eye out for Alias news in the future and will continue to keep my wonderful readers up to date.

What do you think? Drop a note in the comment box below.

Source: Luxco

MGP adding $12,000,000 Barrel Housing Expansion

MGP Ingredients, Inc. (Nasdaq: MGPI) announced it has begun a $12 million barrel warehouse expansion to meet growing consumer demand for its American whiskey. Construction of the new barrel warehouse facility has recently begun in Williamstown, Kentucky, and marks the company’s second major investment in its distilled spirits operations in recent months. The warehouse expansion […]

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MGP Ingredients, Inc. (Nasdaq: MGPI) announced it has begun a $12 million barrel warehouse expansion to meet growing consumer demand for its American whiskey.

Construction of the new barrel warehouse facility has recently begun in Williamstown, Kentucky, and marks the company’s second major investment in its distilled spirits operations in recent months. The warehouse expansion is located approximately 50 miles south of the company’s historic Ross & Squibb Distillery in Lawrenceburg, Indiana. The project is slated for completion by the end of 2022.

In late 2021, Luxco, operator of MGP’s branded-spirits portfolio, announced a $4 million expansion of its Lux Row Distillers facility in Bardstown, Kentucky. Slated for completion in late 2022, the expansion will allow Lux Row Distillers to operate 24 hours per day and increase its capacity by 75%.

“With the increased demand we have been experiencing for our new distillate, aged whiskey and ultra-premium brands, these investments are necessary,” said Dave Colo, president and CEO, MGP Ingredients, Inc. “When complete, the new barrel warehouse and Lux Row Distillery expansions position us well for continued, sustainable growth. It is an exciting time for our company and the spirits industry.”

About MGP (Provided by MGP)

MGP Ingredients (1941) is a well-known producer of premium distilled spirits, branded spirits, and food ingredient solutions.

As one of the largest distillers in the U.S., MGP’s offerings include bourbon and rye whiskeys, gins, and vodkas, for customers of all sizes, from crafts to multinational brands. With U.S. distilleries in Kentucky, Indiana, Kansas, and Washington D.C., and bottling operations in Missouri, Ohio, and Northern Ireland, MGP has the infrastructure and expertise to create on any scale.

MGP’s branded spirits portfolio covers a wide spectrum of brands in every segment, including iconic brands from Luxco, which was founded in 1958 by the Lux Family. Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products.

Luxco’s award-winning spirits portfolio includes well-known brands from five distilleries: Bardstown, Kentucky-based Lux Row Distillers, home of Ezra Brooks, Rebel, Blood Oath, David Nicholson and Daviess County; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Kentucky Straight Bourbon Whiskey, Minor Case Straight Rye Whiskey and Bowling & Burch Gin; Jalisco, Mexico-based Destiladora González Lux, producer of 100% agave tequilas, El Mayor, Exotico and Dos Primos; Indiana-based Ross & Squibb Distillery, where the George Remus Straight Bourbon Whiskey and Rossville Union Straight Rye Whiskey are produced; and the Washington, D.C.-based Green Hat Distillery, producer of the Green Hat family of gins.

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Luxco Ships Ezra Brooks 99 To Europe And The UK

St. Louis-based Luxco – a subsidiary of MGP Ingredients – has shipped off some of their Ezra Brooks 99 Bourbon to European and UK markets for 2022. Ezra Brooks 99 Kentucky straight bourbon whiskey was bottled at 49.5% alcohol by volume [99 proof] and is said to contain notes of caramel, chocolate, spice and vanilla. […]

St. Louis-based Luxco – a subsidiary of MGP Ingredients – has shipped off some of their Ezra Brooks 99 Bourbon to European and UK markets for 2022.

Ezra Brooks 99 Kentucky straight bourbon whiskey was bottled at 49.5% alcohol by volume [99 proof] and is said to contain notes of caramel, chocolate, spice and vanilla.

Ezra Brooks 99 will be distributed to markets in Germany, Italy, Russia and the UK for $25 per 700ml bottle.

In Effort to Confuse Everyone, MGP Rebrands Lawrenceburg Distillery to Ross & Squibb Distillery

MGP has announced that they are rebranding their Lawrenceburg, Indiana location to be called Ross & Squibb Distillery. MGP, as you may know, has long been one of the major bourbon makers in the country. What is unique about them is they w…

MGP has announced that they are rebranding their Lawrenceburg, Indiana location to be called Ross & Squibb Distillery.

MGP, as you may know, has long been one of the major bourbon makers in the country. What is unique about them is they were very successful in making other brands products than their own. This changed recently as they've started marketing house made brands (Eight & Sand, George Remus, Rossville Union etc.). Additionally, they acquired Luxco Brands this January for $475 million dollars, giving them Ezra Brooks, Rebel, Blood Oath, Daviess County, and other brands.

David Bratcher, COO and president of branded spirits for MGP says of the rebrand:

In rebranding our Lawrenceburg distillery, we sought to celebrate Indiana's rich and important distilling history, particularly as it involves the inspiration behind our branded spirits. All Ross & Squibb brands find their inspiration in Indiana distilling history, so it is fitting the distillery itself now does as well.

MGP/Luxco picked the name because "Ross" is inspired by the legacy of George Ross, who in 1847 founded the Rossville Distillery, located on what is now the Ross & Squibb Distillery campus and "Squibb" calls back to the historic Squibb Distillery, founded in 1869 in Lawrenceburg, Indiana.

MGP will continue to produce bourbon, rye, whiskey, gin, and grain-neutral spirits from this facility under its current name: MGPI of Indiana, LLC, in Lawrenceburg, Indiana, for its customers.

So to summarize.... the distillery is being renamed, but the name of the operations responsible for selling the bourbon will remain unchanged except for MGP house brands, which will now carry the Made at Ross & Squib Distillery.

My Take

This whole thing is incredibly stupid and unnecessary. It's a marketing ploy to change the name on the label for the MGP first party brands (Rossville Union Rye, George Remus, and maybe others). The other part of this is that it's a really dumb name. The Ross is fine, but the Squib is ridiculous. For all the Harry Potter fans out there, you probably already know that a Squib is:

Someone who was born into a wizarding family but hasn’t got any magic powers. Kind of the opposite of Muggle-born wizards, but Squibs are quite unusual.

So.... basically, a wizard who can't wizard. Awesome. Anyway... when you see the new branding, don't be fooled to thinking anything has changed.

Source: MGP/Luxco